Selling Political Ads Plan Now for '08 Election Dollars
Ten Reasons Why Newspapers Deliver for Political Campaigns
Special Report: Outlook for Campaign Ad Revenue 2008
Campaigning for Ads - How Newspaper Web Sites Can Increase Political Advertising Revenue
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. . . Plan Now for '08 Election Dollars
 What is your newspaper planning for the upcoming election cycle? Do you even have a plan? If not, consider what the NAA is doing on your behalf to move the newspaper industry toward a greater understanding of political advertising and the revenue it can generate.
Working with the political consulting firm of Edmonds Associates, Inc, the NAA is developing unique selling proposition to four key groups in the political arena.
Consultants: No other single target group is more important than the 1,000+ key campaign professionals who control the vast majority of media expenditures in races throughout the country. Today, political consultants are much like doctors -- they’re specialized; no longer do general practitioners wield the power they once did in campaigns. To a large extent, they have been replaced by media consultants, media producers, media buyers, pollsters, grass-roots coordinators, telemarketers, direct mail and event fundraisers, and new technology experts. Adding to the confusion is the simple fact that each campaign is structured differently. In deciding how media dollars are spent, a general strategist may have the final word in one campaign whereas a media consultant may be the ultimate decision-maker in another.
Issue/Advocacy Groups: A whole array of issue/advocacy groups supporting or opposing virtually every topic of public debate exists in the United States today. Although issue/advocacy groups can be found all over the country, it’s not surprising that the highest concentration of them can be found in the nation’s capital. Some have little or no resources while many others are substantial entities that represent prime potential newspaper advertisers. Many of these groups, which are usually non-profits, are clients of political consultants. However, others make their media decisions in-house or use more traditional ad agencies and art studios to produce and place their work.
Candidates: The next target audience is the candidates themselves. Although contacting the candidates directly may not be the most efficient avenue for reaching individuals seeking national, congressional or statewide offices (they are the most likely to use consultants as mentioned above), the direct approach would be most beneficial for down-ballot campaigns. Names and addresses of candidates and their campaign headquarters are “moving targets” and it is important to obtain up-to-date information. This can be done locally through your county election office. You can also search the web for specific state and national candidates.
Next Generation of Political Consultants: There have emerged in the United States a number of colleges and universities that offer advance academic degrees in campaign marketing. Among them are New York University, George Washington University’s Graduate School of Political Management, Louisiana State University, the Bliss Institute of Applied Politics at the University of Akron, and the University of Florida. Many of these programs are two years or less in length and the students end up working directly with campaigns in one form or another, either as political consultants, pollsters, for the party structures, etc.
NAA has been actively working to educate this group as to the benefits of newspaper media.
Some final thoughts…
NAA is working to redesign our political website. Our goal is to provide members with useful information on how to approach and work with political campaigns with candidates seeking local, state, congressional and national offices. We will also have a section to help consultants better understand the newspaper industry and its advantages to their candidates. Look for a launch date of early September.
I believe the best and most promising campaign dollars for newspapers during the upcoming election cycle will come from interest groups. Remember, many small special interest groups tend to spring up in a particular election cycle, inundated with money from their industry patrons, which make them “big time” players. Now is the time for your newspaper to let them know, through individual sales calls and presentations, who you are and what types of products and services your newspaper can provide to them to get their message out in 08.
United Seniors Association, a relatively small group, received an influx of money from the pharmaceutical industry and spent a significant amount in the 2004 elections. Recent news reports indicate that this same group plans to spend $30 million for its advocacy efforts in 2008.
by Jack Brady, Advertising Director, (703) 902-1861, bradj@naa.org. Disciplines: Movies, Political, Co-op, College Recruiting, NAA Webinars
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. . . Ten Reasons Why Newspapers Deliver for Political Campaigns
By Tom Edmonds, Edmonds & Associates, and Jack Brady, Newspaper Association of America
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A diversified marketplace of ideas demands a targeted mix of media to get a campaign message across efficiently and effectively. But to be successful, consultants also have to employ other time-tested advertising mediums like newspapers.
Here are 10 reasons why newspapers should be part of the campaign media mix. Use this information to help strengthen you position with political consultants. |
1. Newspaper readers are voters
In the 2004 presidential election, 9 out of 10 newspaper readers cast a ballot. In the 2006 mid-term elections, when voting is typically much lighter, newspaper readers still delivered the vote, with more than 8 out of 10 newspaper readers going to the polls.
2. Newspapers are credible
Voters look to newspapers for the information they need to make up their minds about candidates and issues. Newspapers rank second only to television among voters when it comes to providing the most helpful information about state & local elections. Newspaper advertising gives a campaign an aura of credibility and respectability that’s unmatched.
3. Newspapers consistently reach voters
Voters consistently look to newspapers to help make up their minds about how they’ll vote. While the perceived usefulness of other media rises and falls as the campaign progresses, newspapers maintain their strength for influencing voter opinion. Voters count on newspapers to deliver the whole story about the candidates and issues, from the earliest moments of the campaign right up until Election Day.
4. Newspapers reach crucial undecided voters
The conventional wisdom among consultants says that only 10-15% of the electorate is typically up for grabs at the end of any campaign. But in reality, that number is much higher. That’s because while only 10-15% of voters may be truly “undecided,” many more are far from certain about their vote. Among those who say they experience some indecision, three out of four are regular newspaper readers. Newspapers can put your message in the hands of this crucial constituency.
5. Newspapers are reliable
Nobody reads the newspaper to escape from reality, as is often the case with television and radio. And unlike annoying telephone calls, people actually enjoy reading newspapers. Newspaper readers seek out in-depth, detailed political information. With newspaper in your media mix, you can be sure your ad dollars have been well spent.
6. Newspapers make targeting easy
Today’s newspapers can deliver the message right to the doorsteps of the voters you need to reach. Most major metropolitan newspapers have established sections based on geographic zones and can target a pre-printed flier or brochure for insertion and delivery within a specific zip code. Many can target delivery down to the census tract, block, or even house by house. You can have your message delivered in a flyer or brochure, on a “Post-it” note placed on the front page, or even on the poly/delivery bag in which the newspaper arrives. Poly/delivery bags are especially useful for getting out the vote on Election Day.
7. Newspapers can provide more information to voters
Use newspapers to highlight endorsements, issue clarification, and candidate comparisons. Candidates can also use a compelling newspaper ad to generate interest from the press and garner valuable earned media opportunities.
8. It’s easy to advertise in newspapers
Placing political ads in newspapers has never been easier. Typically the media buy can be completed with a single order and check. Nearly every state has its own press association that can help you with all of your planning and buying needs. You can always call newspapers directly. Most have their own trained political sales staff.
9. All politics is local
Voters know newspapers are the place to go to find out what’s going on in their communities. They know that unlike television or radio news programs, newspapers cover local issues every day of the week. And they know with a newspaper, they’ll get real, in-depth coverage of the local issues most important to them. The same issues that often determine how they’ll vote on Election Day.
10. Newspapers are an essential part of a successful media mix
Broadcast, direct mail, and phone calls are all still important, but you also have to put money into other proven and effective advertising mediums like newspaper. In fact, newspaper ranks second only to television among voters when it comes to providing the most helpful information about state & local elections.
*All statistics based on a nationwide poll of voters and the media conducted jointly by the Cromer Group, a Washington, D.C. based Democratic firm, and Moore Information, a Republican firm headquartered in Portland, Oregon. 1,200 registered voters were contacted by telephone August 6-10, 2003. The poll’s margin of error is +/- 3%.
Jack Brady, Advertising Director, (703) 902-1861, bradj@naa.org. Disciplines: Political, Co-op, College Recruiting, NAA Webinars
First Published: June 20, 2007
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. . . Special Report: Outlook for Campaign Ad Revenue 2008
http://www.editorandpublisher.com/eandp/search/article_display.jsp?vnu_content_id=1003686688
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. . . Campaigning for Ads - How Newspaper Web Sites Can Increase Political Advertising Revenue
http://www.naa.org/docs/Digital-Edge/de-political-ads-07.pdf
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